Malaysia’s government says it is banning all Swatch products that contain lesbian, gay, bisexual, transgender or queer elements.
Watches, wrappers and boxes are banned, with authorities warning anyone found with one promoting LGBTQ rights could be jailed or fined.
Same-sex relationships in Malaysia, which is predominantly Muslim, are illegal.
Punishments range from caning under Islamic laws to 20 years in prison under colonial-era civil laws.
The product ban comes after Malaysian authorities raided Swatch stores in May and seized 172 watches that celebrate LGBTQ rights.
Some of the watches have rainbow colours while others are in a choice of six single colours that correlate to the gay pride flag, with two rainbow loops on their straps.
The Swiss watchmaker is suing the Malaysian government and is seeking damages and the return of the watches.
It has contested allegations the watches were harmful, saying they carry a message of peace and love.
In a statement on Thursday, Malaysia’s home ministry said the products are “detrimental, or possibly detrimental, to morality, public interest and national interest by promoting, supporting and normalising the LGBTQ movement which is not accepted by the general public”.
Anyone found in possession of the banned products faces up to three years in jail or a fine of up to 20,000 ringgit (£3,428), it warned.
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In July, the government cut short The Good Vibes Festival in Kuala Lumpur after Matty Healy, the frontman of British band The 1975, kissed bassist Ross MacDonald onstage in protest against the country’s anti-gay laws.
The band later cancelled two tour dates in Asia – at We The Fest in Jakarta, Indonesia, and at the Taipei Music Centre in Taiwan.
Malaysia has since blacklisted the group.